Presentation on Chinese media & social media to MBA students of of Hamline University, USA. By Christian Dougoud & Kelvin Chen

1. Media and Social Media
in China
By Christian Dougoud
www.eastwestpr.com
Follow us on:
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2. Menu
Chinese media overview
~
Social media landscape
~
The Big Chinese players
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3. Chinese Media - overview
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4. Over 2,000 newspapers
over 9,468 magazines
296 radio stations
374 TV stations
(Source: Chinanews.com)
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5. New media growing fast:
318 million phone users
access internet via mobile phones
USA population = 300 million
July.2011 Source: CNNIC China Internet Network
Information Center) Singapore | Beijing
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6. Sina Weibo (Chinese Twitter)
has 195 million users
(July, 2011 China Internet Network Information Center)
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7. 40 blogs posted every second
(July, 2011 China Internet Network Information Center)
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8. Reality and Trends
• The rise of “new” media and the 50-cent armies (since October 2004)
• More media treading the fine line of investigative reporting
• Beijing is the national media center
• Increasing scrutiny on foreign MNCs
• More opportunities for “freedom of speech” online
• Increasing trend to uphold consumer rights
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9. Chinese Media Overview
Characteristics
• Government controlled and operated
• Increasing professionalism though still huge quality variance
• Rise of Weibo and internet media
• Speed rather than accuracy
• Less inquisitive and investigative than in Western countries
• Like to attend events, view samples
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10. Characteristics
• Reporters tend to be young and rely on corporations for information
• “Chats” with reporters are never off-the-record
• Government news is given top priority, resulting in a time lapse for commercial stories
• Relationships matter
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11. The online media landscape
RenRen
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12. Chinese Social Media by category
Publish: MMD: Lifestream:
博客大巴Blogbus 仙剑奇侠传4 Planbus
百度百科Baidu baike 诛仙 哪吒网
中国百科网 劲舞团
中文资讯Digg社区 梦幻奇游 Social Networks:
仙剑 人人网renren
Share: 神将 开心网kaixin
优酷youku 同学网tongxue
SongTaste Virtual Worlds: 白社会
酷6www.ku6.com/ 梦幻世界 聚友
大众点评 Dazhong Dianping 由我世界 360圈
豆瓣douban HipiHi
抓虾 ChinaQ Microblog:
POCO 饭否fanfou
Livecast: 叽歪jiwai
Discuss: 直播网 滔滔taotao
飞信 PPLive 嘀咕digu
西祠胡同xici 第一视频 唠否laofou
天涯tianya 央视网
新浪 Singapore | Beijing
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13. The Chinese online media landscape
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14. Net behaviors
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15. The big players…
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16. (Baidu = Chinese Google)
1. Different companies
2. Different advertising
3. Different languages
4. Different content
5. Different additional services: Baike, Jieba, Zhidao
6. Different use of SEO
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17. = Chinese Youtube)
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18. Singapore | Beijing
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19. = Chinese Twitter)
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20. Social media with Chinese characteristics
Price of Weibo fans: 1$/1000
Content creation: Subject to censorship
Baidu ranking: ?
Twitter: blocked
Facebook: blocked
Google.com blocked
Linkedin: blocked from time to time
Others: might be blocked soon
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21. Case study
Case study
By Kelvin Chen
Singapore | Beijing
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22. Case study
Promoting Avnet Technology Solutions in Asia Pacific
Using PR to change the stereotype
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23. Briefing:
Avnet Technology Solutions appointed EASTWEST PR to manage PR
campaigns in the Asia Pacific focusing on ASEAN, China, Australia and India.
The PR goals are to create positive awareness and enhance reputation of
Avnet Technology Solutions and to raise the profile of ATS senior leadership
in Asia Pacific.
Challenges:
• IT distribution is always associated with pure box-moving business
• Attracting media attention
• Communication of Avnet’s brand proposition
• Stereotype goes the way beyond gender, business model, and company
culture.
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24. Strategy:
Promote and facilitate recognition of AvnetTS
through an increased online presence in APAC. This
was done through creating and uploading videos to
websites focused on APAC. These videos were
accompanied with descriptions and news
comments, thus creating a sort of video blog.
•Generate coverage and awareness of AvnetTS
happenings through social media action and
monitoring. We created an online presence for
AvnetTS through blogs, comments, message boards,
microblogs and more throughout the APAC region.
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25. Case study
IEEE Becomes a Stronger Presence in the Chinese Media through
Proactive PR Strategies
Using social media to leverage visibility
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26. Briefing
IEEE global executives participated in SGWF in Beijing in
September. IEEE enlisted EASTWEST to manage a public
relations campaign surrounding the event. The PR goals are to
raise awareness of IEEE among key media in China and to
generate visibility through media coverage in Chinese trade
and business media .
Challenges
• Compete with SGCC for media coverage
• Avoid politics and sensitive issues
• Attracting media attention
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27. Strategy
Research trending topics and recommend to IEEE executives to
make comments
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28. Strategy
Create a dialog about IEEE and its leadership in the smart grid
arena through Sina Weibo
Do PR without journalist via videos and social media channels
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29. EASTWEST PR
Getting clients noticed in Asia since 1995
*
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30. SNS (Facebook, LinkedIn):
Renren : (literally “Everyone” in Chinese) formally known as Xiaonei is a social networking
site with the look and feel of Facebook except that it is in Simplified Chinese. According to
BeijingReview.com, as of November 2007, it was “China’s largest online community website
among universities” with more than 8.8 million active users and an estimated 15 million
users who have registered their real names. Renren.com is also considered to be the most
powerful student social network service in Mainland China, especially among university
students.
Kaixin: Kaixin (Chinese aka “Happy Net”) is a social networking website launched in April,
2008. The startup has grown to more than 8 million active users in China in less than 5
months.
Baishehui: China’s biggest Internet Company Sohu is running its SNS named Bai Shehui
(literally “White Collar Community”).
Wealink: Chinese version of LinkedIn with an interactive, user-submitted network of
friends, personal profiles, blogs, groups, photos, music, and videos for teenagers and adults
internationally.
Singapore | Beijing
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31. Microblog (Twitter):
Sina Microblog: A Twitter-like microblogging service operated by a major Chinese Web
company Sina.com. As for Twitter itself, it is technically blocked in China.
Vikoo: Another microblogging platform developed in a similar way to twitter.
Blog:
Sina Blog: It is the blog service of Sina.com, which features the blogs of celebrities,
including the most popular blog in the world, the one of Xu Jinglei (a young Chinese
actress).
Sohu Blog: It is the blog service of Sohu.com, the main competitor for Sina.com.
Blog China: This blog sites features the blogs of though leaders.
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32. Video (Youtube):
Tudou: It is the oldest video site in China, where users can upload, view and share video
clips.
Ku6: This site is pretty youtubie, with lots of homemade videos. There are a number of
movies and TV shows, as well as music and sports.
Youku: Youku was created by Victor Koo, the former president of Sohu. The site has
recently rose to the top of rank. It is the only Chinese video site with a user base that can
rival Tudou.
RSS feed:
Xianguo: (literally “Fresh Fruit” in Chinese) the site offers users a tool to integrate any RSS
feed into one website.
FeedSky: Launched in July 2005, FeedSky has announced 1.5 million feeds have been
registered and it has partnerships with over 30 BSPs (Blog Service Provider) and 40 media
companies from mainland China, Hongkong and Taiwan.
Zhuaxia: The site has a directory of RSS feeds. Singapore | Beijing
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33. Photo sharing (Flickr):
ikaca: A Flickr-like site to share photos online.
Hexun Photo: The online photo-sharing service of a China’ financial information
portal Hexun.com.
Tianya Picture: The photo-sharing platform created by China’s most famous
internet forum Tianya.
Wiki:
HDwik: Hudong (formerly Hoodong, “Interactive Online”) is a Chinese encyclopedia
website that was founded in 2005 with features of social networking sites including
forums and fan groups. Unlike Wikipedia, Hudong’s content is fully copyrighted,
rather than released under a free license.
Baidu Baike: Baidu Baike (Baidu Encyclopedia) is a Chinese language collaborative
Web-based encyclopedia provided by the Chinese search engine Baidu.
SoSo: It is an online encyclopedia site owned by Tencent Holdings Limited, which is
well known for its other creation of instant messenger called QQ. Singapore | Beijing
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34. Social Bookmarks:
QQ Bookmarks: The site enables Internet users to share, organize, search, and manage
bookmarks of web resources.
Sina ViVi: The social bookmarks service of Sina.com.
365Key: Another Chinese leading social bookmark service site.
Reviewing and Rating
Daqi: Daqi.com is a leading social media aggregation and marketing company in China. It
is China’s first media platform to study and practice the aggregation of social media
resources, and the first to launch and lead the social media integrated marketing.
Dianping: A review site on which reviews are mainly posted about food&drinks, leisure
services, entertainment and events.
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